Agency Network: 
August 2009
SBS:  Hug
SBS Ambient Ad -  Hug


Ambient advertisement created by US Sydney, Australia for SBS, within the category: Media.


Vote Earth. Switch off your lights for Earth Hour March 28th 8:30-9:30pm.
SBS is committed to Earth Hour.

Advertising Agency: US Sydney
Creative Director: Josh Moore
Art Directors: Josh Moore, Adrian Ely
Copywriter: Nigel Clark
Agency Producer: Jeff Edwards
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Highest Rated

Guest's picture

Bad photoshopping? It's paper dolls huggin' the trees...
Still, I don't get it either.

CurryJ's picture

aside from the shoddy photoshopping work, I have no clue what this is about. can someone explain?

Activity Score 949
Copywriter |

I think; therefore I am

Guest's picture

i think it's an ambient idea. ' ilove trees, save 'em... all about protecting nature.

Guest's picture

Well if you actually read the copy on the media (or perhaps the explanation next to the image provided by Ivan?) you will see that it is promoting Earth Hour. And the insight of the people hugging the trees is from the internationally known term "tree hugger".

ivan's picture

The text came with the submission.

Activity Score 12
Creative Director at Ads of the World
Guest's picture

You know what I mean, the text that is on the side explaining. Doesn't really matter if it was from you Ivan or by the person who submitted it.

alexander_bickov's picture

Great and lovely idea :)

Activity Score 3281
Guest's picture

Bad photoshopping? It's paper dolls huggin' the trees...
Still, I don't get it either.

Guest's picture

I think it is an ambient idea, cardboard cutouts of people put around trees. However using cardboard / paper like this defeats the purpose of saving tree.

mrckais's picture

i think its ok

Activity Score 417
Art Director |


Zeus's picture

i like this

Activity Score 906
Guest's picture

the chemicals used in the production of those cutouts, not to mention the irony of using paper, far outweigh any possible benefit here.
and using "treehuggers" only reinforces negative stereotypes; there's no clever reappropriation of the word here.
but, yes, it's _cute_.

bayron1989's picture

Me gusta la idea, eso de abrazar arboles es muy bonito, simplemente se siente uno conectado y tocado por la publicidad. Si esta publicdad fuera dedicada a la accion directa con la naturaleza, como siembra de arboles, recuperacion de un parque o algo así, le daría un 10. De todos modos me gusta.

just write's picture

it's just a picture without any work on it...

just write
Activity Score 651
Copywriter at Banyantree communications
Guest's picture

I heard they used 100% recycled cardboard....

Guest's picture

Done by DDB Uruguay for the City Council.

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